Which of the following statements helps to explain the popularity of
magazines as an advertising medium? |
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Magazines offer flexibility in both readership and advertising. |
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Which of the following statements explains why some advertisers
are reluctant to use magazines as an advertising medium? |
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Magazines cannot deliver high-frequency. |
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The reach of magazines... |
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is adversly affected by declining magazine circulations. |
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When the dark or colored background of an ad extends to the edge
of the printed page, it is said to be a(n): |
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bleed |
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An ad for Verizon wireless on the back cover of a Fast Company
magazine would be an example of a(n): |
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fourth cover |
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Which of the following are two types of ads placed in the middle of
magazine pages and surrounded by editorial matter? |
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junior units and island halves |
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A gatefold is a(n): |
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insert with pages that extend and fold over to fit into a
magazine |
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What are the three most common ways to categorize or classify
magazines? |
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content, geography, and size |
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Lumberman is a monthly publication targets businesses in the
sawmill industry. It is an example of a _____ magazine. |
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business |
| |
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On what do magazines base their advertising rates? |
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circulation |
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Which of the following advantages does broadcast television provide
to its advertisers? |
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mass coverage |
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One of the disadvantages that commonly plagues advertisers on
contemporary broadcast television is: |
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long lead times |
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As an advertising medium, one of broadcast television's greatest
disadvantages is: |
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high cost of production and air time |
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The primary advantages of cable TV as an advertising medium are: |
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its selectivity, low cost, and flexibility |
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One of the disadvantages that commonly plagues advertisers on
contemporary cable television is: |
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audience fragmentation |
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_____ occurs when an advertiser underwrites the total cost of a
program. |
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sponsorship |
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When several advertisers buy 30- or 60-second segments within a
program, they are: |
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buying on a participation basis |
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Why is most network TV advertising sold on a participating basis,? |
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This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage. |
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Some advertisers avoid using network TV advertising because: |
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network advertising requires such a long lead-time |
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Spot announcements.... |
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run in clusters between programs |
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The first commercially available _____ that accommodated graphics
was Netscape Navigator. It was released in 1994. |
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web browser software |
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To access the Internet, computer users must first choose from two
types of communication systems. They are: |
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broadband and narrowband |
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_____ is a type of digital data transmission in which each wire
carries only one signal, or channel, at a time. |
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narrowband |
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Of the methods people use to access the Internet, which is the least
expensive? |
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narrowband via dial-up modem with Internet service provider |
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For homes or offices, there are essentially only two ways to
download broadband transmission. They are: |
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via cable modem and via DSL |
| |
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A cable modem system: |
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is 10x faster than dial up |
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The concept of _____ is based on the idea that people would rather
use the Internet for fun and entertainment, not business and would
rather receive it through their TV than a computer. |
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WebTv |
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According to the text, which of the following is NOT a type of Internet
advertising opportunity? |
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home pages |
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What does the acronym HTML represent? |
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hypertext markup language |
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What is the most basic form of Internet advertising? |
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banner ad |
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